AdWords Editorial Policy: What themes are watched?

Posted: November 5, 2005

Google has at various times listed what is a ’sensitive’ topic, and at other times avoided the topic.

One of the most common questions is “Why aren’t my ads running?” usually followed with “Are you advertising on a sensitive keyword”? Often, the advertiser doesn’t know what is a sensitive keyword and what isn’t.

For example, most keywords that contain ‘baby, children, child’ etc are sensitive keywords. Put in a list like this, it makes sense. However, when an advertisers submits a list like:

baby stroller
baby clothes
baby jumpsuit
etc

They often don’t make the connection that ‘baby’ is in that list and therefore, will be reviewed by Google.

Here’s a list from the learning center which points out the most common themes that will be reviewed:

Ads and keywords are screened for products that:

May be subject to legal regulations and/or restrictions
May contribute to a negative user experience
May be contrary to Google’s values or policies
Specifically, we currently monitor the following in ad text and keywords:

Aids to Pass Drug Tests
Alcohol
Anti and Violence
Bulk Marketing
Cable Descramblers and Black Boxes
Mobile Phone Jammers
Counterfeit Designer Goods
Dialer Programs
Drugs and Drug Paraphernalia
Fake Documents
Fireworks/Pyrotechnic Devices
Gambling
Hacking and Cracking Sites
Miracle Cures
Mod Chips
Prescription Drugs and Related Content
Prostitution
Sexual Content (Adult)
Solicitation of Funds
Tobacco and Cigarettes
Traffic Devices
Weapons